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Tue 15 Mar 2011 07:19 PM

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US lingerie retailer set to make Middle East debut

Frederick's of Hollywood signs licensing deal to open 10 stores across region in three years

US lingerie retailer set to make Middle East debut
Fredericks of Hollywood. (Getty Images)

Frederick's of Hollywood Group announced on Tuesday an exclusive multi-year licensing agreement with Abu Dhabi-based Emirates Associated Business Group (EABG) to build and operate retail stores in the Middle East.

The agreement will EABG open at least 10 Frederick's of Hollywood stores in six Middle Eastern countries over the next three years, with additional store openings possible in the future.

In addition, a flagship store selling upmarket women's lingerie and swimwear is scheduled to open in Abu Dhabi next month, the company said in a statement. 

Thomas Lynch, chairman and CEO of Frederick's of Hollywood Group, said: "Frederick's of Hollywood is known as a fun, sexy brand for women around the world; however, we currently only sell our products in North America. 

"The agreement with EABG to open stores in multiple Middle Eastern countries is an exciting first step for Frederick's of Hollywood in our strategy to extend our customer reach to new parts of the world."

Raid Abu Hudra, CEO of EABG, added: "We believe that the Frederick's of Hollywood brand's fun and luxurious image will successfully carry over to the Middle East and will be a hit among young Middle Eastern women."

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AA 8 years ago

Aren't there better things to bring to the Middle East, and still be the first out side ....?. Lingerie and the Middle East.